ISS Europe 2018: An Interview with an Industry Leader - google

An Interview with Google: AI, Machine Learning and Ethical Solutions

What big changers and challenges are we going to face in the next decade? What was the most exciting trend last year and what to expect from the future?

We had the pleasure to interview one of our Industry Leaders attending the event: David Sneddon will present at ISS Europe 2018 (4-6 March 2018, Dublin) during Session 1, Global Intelligence with Tech Trends and Their Impact on Business.

David Sneddon
Director of Large Customer Sales for Central Europe, Google

SEMI:

As a Director of Large Customer Sales for Central Europe what is your primary focus?

Sneddon:

Right now my focus is mainly on advertising and marketing sales. For instance, I look after the advertising reviews for Google and YouTube for the DACH/CEE region. Our team offers both digital marketing advice as well as advice on logistics, translation of advertising and web assets, localisation of web/app assets and payment solutions.

SEMI:

What do you think are going to be the main challenges for the industry in the next two years?

Sneddon:

I think our industry will face two main challenges. For the technology industry as a whole, and in particular for the advertising sector, the first challenge will be to be recognize the perception of the growing power of technology. Google, Facebook, and other big players should work closely with governments and regulatory officers in order to build trust. This is gaining importance within today’s users and leaders should commit to building trust. A second challenge is related to the growing importance of big data, AI and machine learning: industry players should be able to develop useful technologies but most of all, ethical solutions.

SEMI:

Industry wide, what work/technology/trend has excited you this year?

Sneddon:

Innovations in machine learning and AI show how much machines can do to improve our daily life. Think about how Google Translate has developed. The first version was not so accurate but since the introduction of Google Neural Machine Translation system (GNMT), which takes advantage of deep neural networks, translations and sound are more accurate. If 2017 was huge for advancements in artificial intelligence and machine learning, 2018 may deliver even more.

SEMI:

What do you expect from ISS Europe strategic discussions and why would you recommend to join us?

Sneddon:

I am attending SEMI ISS Europe for the first time and expect to hear peers´ high-level debates on the future of the industry, to be inspired and contribute myself. Top industry players should attend this event to stimulate the exchange of strategic discussions around innovation and technology. The key message that we, as leaders of this exciting industry, should deliver refers to the ethical aspects I have mentioned before. It is up to us to be prosperous and ethical at the same time and deliver positive messages for the year ahead.

ISS Europe 2018 - Strategies and Innovations to Compete Globally

Date: 4–6 March 2018 Location:Dublin, Ireland (Clontarf Castle Hotel)

With a combination of inspiring presentations, unparalleled networking amongst senior industry leaders, ISS Europe provides participants with an environment to help stimulate ideas and strategies to take advantage of the opportunities that are rapidly developing in our industry.